Data Architecture

Data InfrastructureFor your Retail Digital StrategyAtif Rahman@atifshaikh

07.12.2016

The lion

Slow and Fast decision making

What comes to your mind when you see this?

Running or Analytics?

SYSTEM ISYSTEM IIRunningKnee-JerkFlight or FightLong TermAnalysisBig Picture

More ChannelsMore NoiseMore of EverythingIncrementalReplacementsNew Shiny ToolNew Way of WorkNew ProductsNew ExperiencesTypical Digital Strategy Journey

DIGITAL TRANSFORMATIONS AROUND USEnablers are all there Technological, Social, Regulatory. Barriers to entry are virtually non existent

Amazon Go Back to the Human Experience

Blending Digital with the Physical

PEOPLE

BUSINESS MODEL

Building Blocks of a Digital StrategyCLOUDMOBILESOCIALIOTANALYTICSDATA

Leading Digital, Westerman et al. 2014SYSTEM I VS SYSTEM II THINKERS

FOMO, FUD OR SOMETHING REAL?

SIMPLY THROWING MONEY AT A PROBLEM RARELY WORKED

Somethings money cannot buy?STORESDISTRIBUTIONBRANDEXPERIENCEPROCESSESORG MATURITYDATA POINTSANALYTICS

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Areas to Transform

Tenets of a (good) Data Infrastructure

Elasticity:Both Scale up and downSpiky businessBreaking SilosAgileFlexible ArchitectureProduct CatalogsPlug and Play ComponentsOnDemand Service ProvisioningAnalytical FrameworkControlled ExperimentationsNudges Growth Hacking

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Compared to Waterfall

ELASTIC

Scale Up / Down (Handling Spikes)OnDemand BackupLinearly Scalable

HOLISTIC

DATA LAKES ALLOW FOR NEARLY ALL THE DATA TO BE USED FOR KEY ACTIVITIESData Diversity and Comprehensiveness

FLEXIBLE

Not bound in traditional rigid structures (relational etc.).NOSQL

ANALYTICAL

Culture of (Scientific) experimentationSegmentation FrameworksData & Analytic Products (e.g. Segmentation) Most Analytics newcomers expect a definite end goal whereas top analytics teams deliver incremental value over rapid iterations in a safe work enviornment.

Iteration 1Iteration 2Iteration 3Iteration 4Iteration NFirst time a lot of experiments must be undertaken with variationsClearly irrelevant experiments will filter outThe problem statement starts to become more prominentPotential close solutions are in sightWinning recipes are converged!

Growth HackingHow to play your cards well

HackathonsCommunity (eCommerceSea)DYOB (Destroy Your Own Business)WWAD (What Would Amazon Do)

DONT BE AFRAID OR OVERWHELMED; FOLLOW THE TENETS AND SHORTLIST

Disclaimer: The talk is aimed at people new to Data and Analytics and hence prefers simplification over rigor.QUESTIONS?